SBJ/July 16 - 22, 2007/This Weeks News

SCP signs Real Madrid for U.S. rights, tours

SCP Worldwide is expected to announce a five-year partnership with Real Madrid that will see it manage the Spanish soccer club’s broadcasting rights and tours in North America.

The agreement marks the Spanish club’s first major push into the U.S. market. It’s also the latest evolution in a relationship that began in 2004, when SCP Worldwide Chairman Dave Checketts secured approval from the club to name his MLS franchise Real Salt Lake.

SCP Worldwide will create a new venture called Real Madrid North America, which will be overseen by Pamela Harris, the former director of marketing at Madison Square Garden.

The new company will launch a Web site, realmadridamerica.com, which will feature daily news on the club, broadband content and team merchandise. The company will arrange tours for the club every other year in the U.S. and will look to distribute more than 24 hours of original programming.

Real Madrid topped the Deloitte Football Money League list last year, showing revenue of $383 million.

“This partnership is just going to open a lot of doors to us,” Checketts said.

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